Yaya heads across the border

Yaya heads across the border
Yaya in Knokke

Dutch fashion brand Yaya is working on its international expansion, with a first Belgian store as an example of its drive. Stores in Luxembourg, France and Germany are to follow.

“Maintain exclusivity”

Yaya's first foreign store opened in Knokke, on the Belgian coastline. The store is in collaboration with Retail Concepts, the company which owns outdoor chain A.S. Adventure. According to RetailNews, Retail Concepts will manage the Belgian store.


Normally, another two stores should open in Belgium in the fall: in Antwerp and Hasselt. First up however is France in the summer, where its first store will open in Arcachon.


Luxembourg and Germany are also on the list and owner Patrick Draijer is allegedly in talks revolving the first German stores, which should also open sometime this fall. However, he does not intend to rapidly increase the number of stores because "we have no intention of occupying every corner. Our distribution network is very specific and we want to maintain our exclusive image", he said.


Yaya already has four stores in the Netherlands and its clothes are also on sale in some 2,200 multibrand stores and 50 shop-in-shops.